Atlantic Canada Promoted to International Travel Markets with Collaborative Government and Industry Efforts

July 17, 2015 – Miramichi, NB – Atlantic Canada Opportunities Agency
Canada’s east coast is often described by travel writers as a hidden gem, with numerous attractions frequently appearing in top 10 lists of must-see travel destinations. The federal government, provincial governments from the four Atlantic Provinces and tourism operators want to promote the region, welcome visitors and strengthen the tourism industry. An ongoing collaborative effort to do just that was reconfirmed today at an event held in Miramichi, NB.

The Honourable Rob Moore, Minister of State (Atlantic Canada Opportunities Agency), the Honourable Bill Fraser, New Brunswick Minister of Tourism, Heritage and Culture, and Mr. Kevin Mouflier, Industry Co-chair of the Atlantic Canada Tourism Partnership Management Committee, announced a three-year renewal of funding for the Atlantic Canada Tourism Partnership (ACTP).

ACTP is an international marketing agreement with a total project value of $19,950,000. The multi-year partnership involves creating and executing marketing strategies and tactics to promote Atlantic Canada as a tourism destination in priority foreign markets. Over the next three years this pan-Atlantic partnership will focus its efforts and resources on: increasing reach and frequency of provincial brand marketing in targeted international markets; sharing knowledge and learning opportunities; maximizing marketing efficiencies and financial prudence; and increasing access to information, market intelligence and market knowledge.

Quick Facts
• The Government of Canada, through ACOA is committing $9,975,000 to renew the three-year Atlantic Canada Tourism Partnership. The four Atlantic Provinces will invest a combined total of $6,583,500, and the four Atlantic tourism associations will contribute a combined total of $3,391,500.
• ACTP is a nine-member, pan-Atlantic, international marketing initiative comprised of ACOA, the four tourism industry associations in Atlantic Canada and the provincial departments responsible for tourism in the provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island.
• ACTP enables the pooling of resources to create significant tourism synergies. The agreement allows the four Atlantic Provinces to penetrate markets that are for the most part inaccessible separately.
• A recent third party analysis found that the ACTP 2012-2015 agreement’s activities generated $164.4 million in revenues for tourism enterprises in Atlantic Canada. This equates to a return on investment of $13.55 for every dollar invested in direct-to-consumer advertising and joint marketing partnership with the travel trade.
• The ACTP supports one of the key priorities of the Government of Canada’s Federal Tourism Strategy: raising awareness of Canada as a premier tourist destination.

Quotes
“Under the strong leadership of Prime Minister Harper, our Government continues to support job creation and growth by making Canada more competitive and allowing job-creating businesses to thrive. I am pleased to announce our Government’s support for the Atlantic Canada Tourism Partnership, an initiative that exemplifies collaboration between government and industry. This strategic investment provides for positive economic returns in all four Atlantic Provinces, as we showcase all that the region has to offer.”
- The Honourable Rob Moore, Minister of State (Atlantic Canada Opportunities Agency)

“Tourism is an important economic driver and today’s announcement is excellent news for New Brunswick,” said Tourism, Heritage and Culture Minister Bill Fraser. “Our government is committed to growing the economy and creating jobs. This is another important step in moving New Brunswick forward and making our province better for our families and our communities.”
- The Honourable Bill Fraser, Minister of Tourism, Culture and Heritage (New Brunswick)

“Our industry’s collective contribution and commitment to the ACTP has generated significant gains for tourism in Atlantic Canada. It is important for industry to sit at the table with the provincial governments and ACOA to map out go-forward plans for a prosperous future in tourism. Without ACTP, many of the opportunities gained through the partnership would simply be unattainable. The revenue and visitation growth generated through this initiative benefits Atlantic Canada tourism businesses and we look forward to a thriving future in tourism.”
- Mr. Kevin Mouflier, Industry Co-chair of the ACTP Management Committee